Jaguar Land Rover's sales volume is second only to BBA from the peak period, and individual models need to increase the price by 600,000 to pick up the car. When chips are scarce, people raise prices, but they are only dubbed as "30% off to the bald head, leaving only Jaguar with no oil", which also shows that rain or shine.
With the wrestling between China and foreign countries, Li Dalong, president of IMSS (hereinafter referred to as IMSS), is out, and a big drama seems to have just ended. With the letter of appointment of successor Chen Wu, Pan Qing, CEO and President of Jaguar Land Rover China, completed the dispatch again, which indicates that the legend similar to Empresses in the Palace is not over.
However, it seems that the true story of Jaguar Land Rover has been obtained, and Chery Jaguar Land Rover has also been calm and calm. For Ma Zhenshan, executive vice president of Chery Jaguar Land Rover, who has always been keen on conveying "marketing science", he should be more concerned about whether his marketing theory is heard by more media and the public, rather than the increasing humility of Chery Jaguar Land Rover.
Whose "going home" will be like the phrase "only a matter of time" in the theme song of the drama version of "Three-body" (only a matter of time)?
Soup changing magician
A recent official announcement made Jaguar Land Rover and Chery Jaguar Land Rover more concerned.
On March 1 day, Jaguar Land Rover and Chery Jaguar Land Rover * * * announced that from April 1 day, 2023, Chen Wu will be the president of IMSS, reporting to Jaguar Land Rover Global Director, Jaguar Land Rover China CEO and President Pan Qing and Chery Jaguar Land Rover Board of Directors. The current IMSS President Li Dalong will be appointed after his term expires.
Although it was only three years and three months, Li Dalong was the longest-serving president since the establishment of IMSS. At the official level, both sides spoke highly of Li Dalong, but it is not clear whether this substitution really "expired" or whether the top management of both sides were dissatisfied with the localization of IMSS. For any car company, it is quite rare to change the president of a marketing organization every 1.5 years on average. Following the personnel changes, it is bound to be frequent swing marketing ideas, injured brands and deteriorating sales.
Among the successive presidents of IMSS, Pan Qing is the most special one, and he has been acting in this position for 1 year. On July 20 16, after leaving the position of sales director of Audi China, as the first global executive of Jaguar Land Rover from China, he began to serve as global director of Jaguar Land Rover, president of Jaguar Land Rover in China and director of Chery Jaguar Land Rover from June 20 17+ 1 2006, reporting directly to Schward, then global CEO of Jaguar Land Rover. Although the sales volume did not improve during the agency period, Jaguar Land Rover announced that all its business in China will be decided by Pan Qing from June 2020 165438+ 10.
In 20 18, Schward once praised Pan Qing as a "magician" and thought that "Mr. Pan Qing has brought amazing all-round changes to Jaguar Land Rover in the China market in a short time". Because in 20 17, Jaguar Land Rover's sales in China increased by 23% to reach its peak, which was realized in Pan Qing's first year in office; At the same time, in 2020, they received the "good news" of sales growth.
Later, in the Jaguar Land Rover system in China, Pan Qingcheng was the boss, but there was nothing magical to save Jaguar Land Rover, and there was no substantial good news.
In 20 15-20 17, jaguar land rover was the fourth luxury brand in Chinese mainland market, ranking first among second-tier luxury brands, second only to BBA. In the past six years, it has dropped from 6.4% to 2.44%. Measured by the share of luxury brands in the mainland market, Jaguar Land Rover can more intuitively explain its real trend. In 2022, Jaguar Land Rover was only slightly better than Lincoln brand in the sales ranking of luxury brands, and was at the bottom of luxury brands. Even including Tesla and Weilai, two high-end new energy brands, their rankings remain unchanged.
It is not uncommon for the media to analyze and report on Jaguar Land Rover. The report collects and sorts out the shortcomings summarized by mainstream media: on the one hand, the product line is short, the number of models is small and the update is slow, and the pace of update can't keep up with other luxury brands; At the same time, product quality control is poor, quality stability is poor, and recalls are frequent; The new energy strategy and products representing the future are seriously outdated. On the other hand, in terms of channels and services, dealer support policies are weak, after-sales service quality is low, car owners frequently defend their rights, and public relations maintenance is weak, while terminal discount promotion hits the brand image, and used cars depreciate sharply. In addition, IMSS has never been able to resolve the differences between the two sides in product sales and channel management, thus forming a joint force.
The internal differences and internal friction within IMSS have long been well known in the industry. Judging from the feedback from dealers to the media, Li Dalong is still a foreign president who relatively despises domestic products and cares more about the sales of imported cars. The previous coaching change failed to help Jaguar Land Rover out of the predicament, because most of the sticking points were not solved by IMSS itself.
Changing coaches at IMSS, a non-critical node, can only be a reform of "changing the soup without changing the medicine". This "magic" can't cure the hidden disease of Jaguar Land Rover. What needs to be fully responsible for products, sales volume, market and brand is not the successive IMSS presidents who have been pushed to the front desk many times, but the backstage "magician"-Pan Qing.
"Stable" product quality and customer service
If we look back at the time when Jaguar Land Rover's sales dropped sharply, we can find that this is highly coincident with the collective rights protection of Jaguar Land Rover's Shanghai headquarters and Xingmai owners, which have been brewing for a long time for the owners of the 20 18 Range Rover Sport P400e. But in terms of the stability of product quality, Jaguar Land Rover's reputation has always been "stable". Land Rover brand, in particular, has the impression of a well-known brand "not under maintenance or in the process of maintenance".
However, it is very interesting to take J.D.Power, a well-known research institution, as an example. Although its Vehicle Reliability Report (VDS) is widely quoted by many vertical media, many consumers don't know that China market data can be used as a sharp contrast.
Source: J.D.Power official website
In VDS of the United States, the Land Rover brand has hardly escaped the bottom of the "fate", and the Jaguar brand is not too much; But in the China market, the reliability of Land Rover brand ranks second among luxury brands in recent two years.
Source: J.D.Power official website
This result, based on regional differences, is obviously closely related to brand communication and public relations in the local market, which is an outstanding performance of Jaguar Land Rover's related work in China.
However, in the era of mobile Internet, it is not easy for users to obtain information, and it is not difficult to prove each other. For example, the well-known American Consumer Report recently released the comprehensive ranking of automobile brands in 2023 based on reliability, safety, owner satisfaction and road test. Among the 32 brands, Land Rover ranked first from the bottom, Jaguar ranked third from the bottom, and the ranking remained "stable".
Domestic Jaguar Land Rover consumers can also experience the "stability" of products. According to the website of the State Administration of Market Supervision, Jaguar Land Rover * * * has recalled more than 180,000 vehicles since 20 18 years, accounting for 34.74% of its total sales volume, with an annual sales volume of 36,397 vehicles, that is, for every 10 vehicle sold, 3.5 vehicles need to be recalled.
Compared with the vast majority of buyers who buy Wuling Hong Guang MINI EV, consumers who can afford Jaguar Land Rover are regarded by most as a small group of powerful people who accumulate wealth rapidly in society. However, after becoming the owners of Jaguar Land Rover, they will become "vulnerable groups", which will naturally make it more difficult for them to accept this contrast.
Image source: this newspaper
According to the "goodwill agreement" published by the newspaper at the end of 2022 on the rights protection of Land Rover owners, especially the clauses such as "You are not allowed to spread any remarks against dealers or Jaguar Land Rover in any way through any acquaintance" and "The owner promises to irrevocably give up the right to file any lawsuit, arbitration or request on the grounds of the aforementioned vehicle failure", it is not difficult to see that Jaguar Land Rover's arrogant attitude may never have existed.
In the era of the rise of the media, car owners' rights protection, especially luxury brand owners' rights protection, is easier to be amplified and spread more widely. However, luxury brands such as Jaguar Land Rover, which strongly handle the rights protection of car owners and propose such terms, are rare. This reflects that the managers of Jaguar Land Rover have not advanced with the development of the times.
According to informed sources, Jaguar Land Rover has been in a state of "disagreement" for a long time, which makes Jaguar Land Rover one of the few automobile brands to increase the number of outdoor billboards even in the era of mobile Internet. CODC outdoor advertising research data shows that 202 1,111,while the launch of other mainstream luxury car brands decreased by nearly 20% year-on-year, the cumulative launch of Land Rover increased by 14%. Is this due to the cognition or inertia of the marketing system, or does Pan Qing still have a soft spot for traditional delivery methods and channels? At least President IMSS is still the "back-burner" who has been pushed to the front desk.
The noble image of the organization
If IMSS can still do something in customer service, but not in product quality and structure, then it can do nothing in brand image and communication. The split of Jaguar Land Rover brand image comes from both product and user experience, and also from the inaction of managers.
The arrival of Chen Wu means that after Lu Yi, the new round will be dominated by the idea of local executives inciting operations. Chen Wu, the former executive vice president of customer service department of Beijing Benz, is another senior executive who jumped from Mercedes to Jaguar Land Rover, which is easily reminiscent of another key figure: Rebecca.
She also joined Mercedes-Benz in 2002, and was one of the first employees of Mercedes-Benz after its establishment in China. She used to be the vice president of public relations and media communication of Mercedes-Benz China. According to media reports, during the Mercedes-Benz 12 years, she built a public relations team from scratch, created a number of industry firsts for Mercedes-Benz, and made great contributions to the public welfare projects of the Mercedes-Benz brand in China.
20 14 after joining jaguar land rover, she became the executive vice president of jaguar land rover China, responsible for public relations and corporate communication, and led the "jaguar land rover China youth dream fund" jointly established by jaguar land rover China and China Soong Ching Ling Foundation, "to push jaguar land rover's brand building to a new level".
Jaguar Land Rover's public welfare undertakings have been strongly supported by Pan Qing. "The operation of a company should reflect its value. The success of the company should be measured not only by sales volume and output, but also by what kind of people it helps realize their dreams," Pan Qing once told the media.
Objectively speaking, Jaguar Land Rover China has invested heavily in public welfare undertakings. According to media reports, in the past eight years, nearly 1 100 million yuan was invested to set up the Jaguar Land Rover China Youth Dream Fund of China Soong Ching Ling Foundation. In terms of public welfare, Rebecca has indeed brought Jaguar Land Rover's public welfare to Mercedes-Benz. However, whether it is BBA, Toyota, Volkswagen and other well-known automobile brands, there are longer-term, deeper and more lasting public welfare projects, and Jaguar Land Rover is hard to say.
Investing in public welfare undertakings can indeed enhance corporate brand image, but public welfare undertakings are only one aspect of corporate brand and communication. Since joining Jaguar Land Rover, Rebecca is more like an executive vice president in charge of corporate public welfare image and project communication than an executive vice president in charge of brand public relations and corporate communication.
Judging from the results, on the one hand, Jaguar Land Rover's brand image from "20% off tiger, 70% off leopard" to "60% off tiger, 50% off leopard" has not been improved, but is deteriorating step by step; On the other hand, when all brands, especially luxury brands, are talking about rejuvenation, Jaguar Land Rover seems to occupy the minds of young people in a different way.
Take Li Li, where young people gather, as an example. If you search for the keyword "Jaguar Land Rover", the results are quite different from those of other automobile brands such as Mercedes-Benz and BMW. Although in the era of short video traffic first, it is not excluded that individual dealers do not listen to brand suggestions and go their own way, but it is still remarkable to form such a large-scale and matrix communication.
Source: Li Li Li.
As of the "Report" automobile statistics, among the 49 videos on the home page, there are 42 of the same type, accounting for 85.74%; Among the 294 videos in the first six pages, there are 255 videos, accounting for 86.73%. Although these contents are not from official or dealer accounts, they are still a must among all automobile brands. The report did not observe similar situations in other automobile brands.
In a gathering place of young people who pay attention to secondary education and knowledge, Jaguar Land Rover's luxury brand image of "beautiful car" spread in the hearts of young people is in stark contrast to its public welfare communication. This split aristocratic brand image may not have entered the sight of managers, or they may have known it for a long time and didn't care. It's hard to say whether this is Rebecca's brand communication work, and the result after hard work is still the result of laissez-faire.
The status quo of Jaguar Land Rover brand communication is not beyond measure by numbers. This is an Internet age. If we want to use Internet tools to measure brand communication, the network index can also be used as one of the indicators of brand communication.
Report Auto counts the network index of Jaguar Land Rover in 2022. It can be seen that its network index is only equivalent to Lincoln brand, which has already been opened by new brands such as Tesla and Weilai. This has enabled Jaguar Land Rover managers to win "Car Public Person of the Year" and other similar awards, which is more like an emperor's new clothes.
Chery Jaguar Land Rover who talks about marketing science every day.
A young man once described himself as a bee in a glass jar, with a bright future but no way out. I'm afraid this is equally suitable for Chery Jaguar Land Rover.
In fact, the managers of both sides are not completely unaware of the crux, but why is the "reason" clearly clear, but it has not changed?
Take the new energy vehicles representing the future as an example. At present, only a few new energy vehicles in Land Rover are transformed from fuel vehicles, and there are only a handful of terminal sales, which is very different from the experience of other brands of new energy products. The Land Rover Range Rover Sport P400e, which suffered massive rights protection before, is a new energy vehicle. After Jaguar discontinued the pure electric version of I-PACE, there were no new energy vehicles on sale.
What is the market like? According to the data of the Association, in 2022, the sales volume of luxury cars in China was about 3.09 million, up 6% year-on-year. However, this growth is driven by new energy sources. In fact, traditional fuel luxury cars dropped by 4%, while new energy luxury cars increased by 49% year-on-year. In 2022, the sales of Mercedes-Benz and BMW new energy vehicles in China increased by 143% and 9 1.6% respectively, and Tesla increased by 36.42% year-on-year, with an annual sales volume of 439,800 vehicles, second only to BBA；; ; The industry generally believes that this trend is irreversible.
However, Chen Wu's future collaborator, Ma Zhenshan, Executive Vice President of Chery Jaguar Land Rover Automobile Co., Ltd. and Executive Vice President of IMSS, put forward "worry" in an article entitled "Reconstructing the brand recognition of automobile enterprises according to real logic" in Chery official website, and thought that "the current electric vehicle models are all" the same ",almost all of them are streamlined and simple, and there is no unique DNA of the brand, so they can't tell the brand personality", and they haven't finished a few things themselves.
Just like the internet is for
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